Pengaruh penggunaan Augmented Reality Marketing terhadap Buying Decision produk kecantikan Maybelline official shop di Shopee dengan Consumer Engagement sebagai Intervening Variable

Shannon Lovendra

Abstract


Seiring dengan perkembangan zaman, kegiatan pemasaran juga turut berubah. Evolusi yang terus terjadi di dunia pemasaran berubah dari trend marketing 1.0 yang lebih tradisional ke arah marketing 5.0 yang menggunakan teknologi yang lebih maju dan mutakhir. Teknologi Augmented Reality Marketing juga mulai digunakan oleh beberapa bidang industri, salah satunya adalah industri produk kecantikan dimana pelanggan dapat mencoba produk secara virtual sebelum memutuskan untuk membeli. Hal ini diterapkan oleh Maybelline Official Store menggunakan platform e-commerce Shopee. Penelitian ini bertujuan untuk mencari tahu hubungan antara penggunaan Augmented Reality Marketing dengan Buying Behaviour dengan menggunakan perantara Consumer Engagement. Metode analisis yang digunakan dalam penelitian ini adalah metode Partial Least Square dan Path Analysis dengan menggunakan bantuan SPSS versi 16. Hasil dari penelitian ini menunjukkan bahwa penggunaan Augmented Reality Marketing memiliki pengaruh yang signifikan terhadap Consumer Engagement dan juga Buying Behaviour.

Keywords


augmented reality marketing; consumer engagement; buying behaviour; shopee; maybelline

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References


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